Sales & Marketing
How to have an impactful conversation with consumers
5 min read
28 August 2018
These days, consumers arrive from an array of digital channels, but, more often than not, there is a moment when human interaction is necessary – especially when something goes wrong.
This is where consumers often pick up the phone – to either resolve a problematic situation or to seek support for high-value purchases. But if that call isn’t answered, it quickly becomes a bad customer experience.
According to a survey by Google, 47% of respondents described feeling “frustrated or annoyed” or “more likely to explore other brands” when a call wasn’t picked up. The advent of click-to-call – where a user button or text in order to be connected with another individual in real-time – is causing an influx of call volumes; a whopping 70% of mobile users have used it.
Once the button is pressed and an offline interaction begins, the quality of conversation or rate of pick up can make or break a conversion. With that in mind, we’ve provided a few suggestions for a communication strategy that will guide your callers to the final stage of their journey and beyond.
1. Follow up
Following up is not chasing or harassment, it’s courtesy and can improve upsell potential. A post-conversation chat should be filled with a knowledge of the customer (based on their history with the company) and questions that can help garner a greater understanding of exactly what they are looking for from the company in their own words.
2. Speed up decision making
Automated workflows can speed up how a caller lands on the right agent, based on their context. If a specific answer is required, understanding a prospect’s movement on a brand website can give the agent a head start to find a solution before they even answer the call.
3. Remove friction
Take away the multiple delays associated with interactive voice response systems; no one likes friction in customer experience, especially when the purchase is of high value. Remove pain points for callers by sending them through a quicker route to the conversation they really need to have.
4. Know the trends
Analyse, analyse, analyse. Conversations with consumers these days come with a ton of context behind them as the research phase almost always starts with a browsing history. Tracking every key measure from these touchpoints can be a useful way to understand the bigger consumer picture and make conversations less about interrogation and more about connection.
5. Understand their data
Knowing every granular detail of where/how/why a consumer has arrived at your doorstep is vital. In some cases, a PPC (pay-per-click) caller is more of a priority than someone who didn’t visit a higher value page or is just casually browsing.
6. Bring them back
B2C industries like automotive and travel know that a missed call is a missed opportunity, especially when considering their high-profit margins. If a consumer’s call isn’t acknowledged it can be detrimental to both company reputation and the bottom line. For mobile workforces, a simple solution is using just that, their mobile.
Missed call notifications in email or SMS form have a knack for dropping call abandonment rates by nearly 80% while ensuring sales teams value callers and proactively pursue them. Sending a call back request SMS to a missed consumer is always favourable on their end if a call isn’t picked up, data from Software Advice shows that 63 per cent of consumers surveyed preferred call back.
7. Be a human!
This brings us to the last and final point of any consumer-facing conversation: be a human being! Personalisation is the bread and butter of customer experience; we may think we want to speak to robots, but the need for the right amount of empathy is currently outweighing the convenience of chatbots.
A happy medium is the best bet in this scenario. Use technology to make the process of getting to the human help easier – now, that’s impactful!
In today’s increasingly saturated e-commerce marketplace, businesses need to harness the power of new technologies to not only survive but also to gain a competitive edge. By using software and systems that provide data insights, and using those observations to implement new processes and practices, companies can improve their customer service – which will, in turn, lead to increased profits.
Anne de Kerckhove is CEO of Freespee.